Risk Communication At The National Research Council ( Nrc )

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The National Research Council (NRC) (NRC, 1989) defines risk communication as an interactive process of exchange of information and opinion among individuals, groups, and institutions. The primary role of risk communication is to provide information to the public to induce appropriate levels of concern and actions (Covello, McCallum, & Pavlova, 1987). The American National Academy of Science (NAS, 2010), further develop that it involves multiple messages about the nature of risk and other messages, not strictly about risk, that express concerns, opinions, or reactions to risk messages or to legal and institutional arrangements for risk management. As the definition of risk is broad, this paper refers to the risk of foodborne illness outbreaks specifically applied in hotels. Within the hospitality industry, the exposure of operators to food safety incidents has increased their need to create effective risk communication strategies to prevent from financial loss and to maintain their brand image. In this paper we will address the increasing importance of risk communication in the daily responsibilities of hotel managers and define a risk communication strategy and the steps to follow in the event of a foodborne illness outbreak. Outbreaks of foodborne illness, caused by eating food presumed to be safe, produce one of the most common forms of organizational crises (Ulmer & al, 2011). In the hotel and restaurant industry, foodborne illness outbreak may lead to dramatic
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